Benvenuti amici!
One of the biggest issues facing FIAT USA these days is the number of stand alone studios that can afford to hold on to the brand, and the post-purchase experience a/k/a "Where to service FIATs purchased". I posted this message in a forum thread and I thought it would be a good idea to restructure & re-post it here.
The theme of this entry is an "elephant in the room" conversation for most enthusiasts. We want to see FIAT S.p.A. succeed in North America (NA), but we also want FIATs to be seen as 100% Italian automobiles. The same enthusiasts are bothered when someone foolishly assumes Chrysler bought the Italian automaker and not the other way around. Let's make this clear... once and for all... FIAT S.p.A. (under the guise of Exor S.p.A.) saved and wholly owns Chrysler, Dodge, Jeep and Ram (CDJR). It is that simple. Period.
It seems there is, or at least remains, a gap in market education about FIAT S.p.A. People still don't realize the company was founded years before the Ford Company. People still don't know the first purpose-built race car was a FIAT. People still don't recognize the cultural & automotive historical significance of the FIAT 500. With all the television money FCA pours into Dodge Brothers heritage, it is clear the organization understands history matters. But the only FIAT & ABARTH education I've seen is in the form of webisodes. FCA absolutely must create a more effective environment for North American market education of the parent marque as well the [ABARTH] performance marque. I've heard and/or read this point shrugged off many times. STOP SHRUGGING... for the sake of your most loyal supporters and refocus your energy. It can be done in an entertaining way... if funny "lifestyle" spots are the main marketing focus. But educating the public must be taken to task in order to truly honor the memory of don Giovanni Agnelli.
Bringing the USAmerican public up to speed isn't the only challenge FCA faces. Once people are sold on the marque and commit to purchasing, they need a place to to pick up their sexiest of runabouts. When FIAT first reentered our market they mandated stand alone studios be built with the "dangling carrot" of Alfa Romeo licenses as an exclusive reward for the best performing outlets. While that was a fresh approach... and one that a dyed in wool FIATisti and/or ABARTHisti cheered... it didn't leave any room for market killers (like a dearth of a varied product range to sell). Studios suffered and began closing all around the country -- placing 100% of the blame on FIAT.
What should a committed & savvy car dealer have done?
Think outside the box, stand together and make their collective voice heard is a better option than jumping from their sinking ship like rats. The stand alone setup has been evolving into a small studio on the same grounds as CDJR showrooms for some time. Wisconsin has three of them. They are the strongest movers of FIAT units in our state. That... along with helping isolated stand alone studios remain viable... is what Tim Kuniskis' new "fix it" plan most focuses upon. But it's more incentive based for existing business partners. It's a fiscal, albeit effective, triage of sorts. But existing CDJR dealers are already dialed into the system and an incentive deal isn't going to force them do anything positive for their benefactor. FCA must mandate FIAT support from those outfits. Sergio Marchionne has zero issue doing this within the organization the Agnellis trust him to run. There should be zero issue expanding that business culture to include the dealer network. The CDJR techs are aware/agree this should happen... I've heard it firsthand from a MoPar tech when I stopped at a CDJR dealer for a recent emissions test.
This FIATista-ABARTHista recommends FIAT USA create a miniature [FIAT & ABARTH] version of their stand alone studio setup for preexisting larger CDJR showrooms. It would be a large ornate kiosk on the CDJR showroom floor loaded with all the webisodes and clips created by FIAT S.p.A. and FCA. Visiting consumers would, of course, ask whether the studio now sells FIAT & ABARTH. That would be the time dealers join in on the reeducation process... and get serious about unifying the brand families. There are already Penstar logos all over the nooks'n'crannies of NA FIATs and ABARTHs. The Jeep Renegade is built in Italy. Larger CDJR dealers are making enough money to easily afford a stylish new FIAT kiosk setup and they need to give back to the marque that saved their asse(t)s. I also recommend smaller kiosks for the smaller CDJR dealers. Again... this is a must-do situation (for FIAT USA and these CDJR dealers). Make the critical to survival relationship clear to all. Chryslers, Dodges & Jeeps are powered by Maserati-Alfa Romeo-ABARTH technology. A healthy FIAT market benefits the iconic USAmerican counterparts.
So, education and post-purchase a/k/a service experience is covered. Is there anything I've forgotten to cram into this entry? Ah, yes. That's right. A local sales & service outlet in the Milwaukee Metro Area. We lost local FIAT dealer for the second time. Bergstrom moved their operation to Kaukauna/Fox Valley. Then, International Auto Group dropped FIAT from their portfolio without notice. They'll continue to sell FIATs, while they wait for another dealer to purchase their license, but they cease to service FIATs (despite having a certified tech on staff). We, Cream City enthusiasts, need your help.
Reina Int'l Auto, Vespa & Moto Guzzi has been pursuing a relationship with the new FCA for some time. They were a top supporter of the brand in the '70s and '80s and continue to service vintage FIATs as well as ABARTH, Autobianchi, Ferrari, Lamborghini, Lancia and Maserati brands. They would be a perfect match and CC5C is confident they are committed to a lifetime with the marque. But FIAT USA needs to hear/read that from us. They need us to tell them we want them to make this happen. Visit & Like the Reina brothers' Facebook page. When you get that out of the way, write or call FIAT USA Corporate and share your thoughts.
Here is the contact info you need:
Two recurring themes in my blog publications and CC5Club Facebook page posts are UNITY and ACTION. Today, on behalf of our local members, and the greater FIAT community, we ask you to UNITE and ACT with us. Thank you!
The theme of this entry is an "elephant in the room" conversation for most enthusiasts. We want to see FIAT S.p.A. succeed in North America (NA), but we also want FIATs to be seen as 100% Italian automobiles. The same enthusiasts are bothered when someone foolishly assumes Chrysler bought the Italian automaker and not the other way around. Let's make this clear... once and for all... FIAT S.p.A. (under the guise of Exor S.p.A.) saved and wholly owns Chrysler, Dodge, Jeep and Ram (CDJR). It is that simple. Period.
Bringing the USAmerican public up to speed isn't the only challenge FCA faces. Once people are sold on the marque and commit to purchasing, they need a place to to pick up their sexiest of runabouts. When FIAT first reentered our market they mandated stand alone studios be built with the "dangling carrot" of Alfa Romeo licenses as an exclusive reward for the best performing outlets. While that was a fresh approach... and one that a dyed in wool FIATisti and/or ABARTHisti cheered... it didn't leave any room for market killers (like a dearth of a varied product range to sell). Studios suffered and began closing all around the country -- placing 100% of the blame on FIAT.
What should a committed & savvy car dealer have done?
Think outside the box, stand together and make their collective voice heard is a better option than jumping from their sinking ship like rats. The stand alone setup has been evolving into a small studio on the same grounds as CDJR showrooms for some time. Wisconsin has three of them. They are the strongest movers of FIAT units in our state. That... along with helping isolated stand alone studios remain viable... is what Tim Kuniskis' new "fix it" plan most focuses upon. But it's more incentive based for existing business partners. It's a fiscal, albeit effective, triage of sorts. But existing CDJR dealers are already dialed into the system and an incentive deal isn't going to force them do anything positive for their benefactor. FCA must mandate FIAT support from those outfits. Sergio Marchionne has zero issue doing this within the organization the Agnellis trust him to run. There should be zero issue expanding that business culture to include the dealer network. The CDJR techs are aware/agree this should happen... I've heard it firsthand from a MoPar tech when I stopped at a CDJR dealer for a recent emissions test.
So, education and post-purchase a/k/a service experience is covered. Is there anything I've forgotten to cram into this entry? Ah, yes. That's right. A local sales & service outlet in the Milwaukee Metro Area. We lost local FIAT dealer for the second time. Bergstrom moved their operation to Kaukauna/Fox Valley. Then, International Auto Group dropped FIAT from their portfolio without notice. They'll continue to sell FIATs, while they wait for another dealer to purchase their license, but they cease to service FIATs (despite having a certified tech on staff). We, Cream City enthusiasts, need your help.
Reina Int'l Auto, Vespa & Moto Guzzi has been pursuing a relationship with the new FCA for some time. They were a top supporter of the brand in the '70s and '80s and continue to service vintage FIATs as well as ABARTH, Autobianchi, Ferrari, Lamborghini, Lancia and Maserati brands. They would be a perfect match and CC5C is confident they are committed to a lifetime with the marque. But FIAT USA needs to hear/read that from us. They need us to tell them we want them to make this happen. Visit & Like the Reina brothers' Facebook page. When you get that out of the way, write or call FIAT USA Corporate and share your thoughts.
Here is the contact info you need:
Fiat USA
1000 Chrysler Dr
Auburn Hills, MI 48326
Contact Fiat
1000 Chrysler Dr
Auburn Hills, MI 48326
Contact Fiat
Phone Number: (248) 576-5741
Fax Number: (248) 512-1762
Email Fiat USA
Fax Number: (248) 512-1762
Email Fiat USA
Two recurring themes in my blog publications and CC5Club Facebook page posts are UNITY and ACTION. Today, on behalf of our local members, and the greater FIAT community, we ask you to UNITE and ACT with us. Thank you!
Vivere.Amare.Guidare.
Ciao!
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